I'd also focus and explain more why somebody would want to buy your suit rather than another saville row company, especially one that has a longer heritage. how?
This is the feature you probably should focus most on. There's no point in spending all that time detailing what is bespoke or what goes into a suit if you don't get these people to buy it. Honestly, I think it would be a waste to go after novices. It would take too much time and effort to convert them. Its kind of hard for me to say without having used your services before. Hint, hint. But, I'd suggest you take a day off, take a step back, and think about what differentiates you. What makes you better than your competitors. Next time you've got customers, ask them. But, whatever it is, it has to be organic, something which you naturally do. Take the rest with a grain of salt, cause I don't have bespoke suits: I would think you have two potential target groups: people who are moving up from expensive RTW to bespoke suits and people who already buy saville suits. How much do people change tailors? If they do, I would think this would be the people you'd want to go after. They're already going to buy a saville suit, and all you need to do is give them a reason why they should choose you rather than convincing them why bespoke is better than MTM and why they should choose you. After all, everybody's heard of all the famous tailoring houses and there's a certain expectation of excellence with them. But, nobody has heard of Darren Beaman, and so they have no idea how good you really are. First you have to address the quality issue before all else. State that you will continue to do as many fittings as possible to get it perfect, etc... Then, Several things you could do: You can position yourself as the tailor who gives the highest value- quality on par with the major houses, but at a signifigantly lower price. I'd explain why your costs and therefore your suits are much lower. You have less overhead, less beauracracy, you don't rent out a fancy showroom, you've cut out the middleman, etc... All those savings are passed down to the customer. Maybe, even talk about how many hours goes into the suit, how much the fabrics cost, etc.. At the end, people will realize the costs and that you're price is really reasonable for all work involved. There has to be a Â potential audience for this with the rise of the pound to the dollar, making saville suits much more expensive for americans than ever before. Some people still want saville suit, but don't want to pay the prices from another more famous house. Or, you're Mr. Versatile. You mention you've worked at all these different houses; have you mastered all the different cuts and styles. You can give a A&S cut for Darren Beaman prices. Show various suits you've created, all different styles and cuts. Emphasize that when you go to a specific house, they'll give you a specific cut regardless of how this fits the customer. If you go to Huntsman, they'll give you a Huntsman cut even though they would be better suited with a Anderson and Sheppard cut. Say that from all your years of working at different houses, you know what style will best fit a person and that's what you'll give the person. Maybe, even show photos of real people as an example of how different cuts will look better on different shapes. But, whatever you do, don't criticize your competition. Be generous with your praise, but just explain that you can give the same or better quality for a better price. I like that: better quality for a better price.